Rewards
Rewards
Rewards
My role
My role
Lead Product Designer
The team
2 PMs, 2 Growth PMs,
4+ Engineers, 1 Copywriter, 1 QA
Scope
Scope
IA, rewards UX, card management, transactions
Overview & Impact
Turning referrals into a scalable Rewards Center
Turning referrals into a scalable Rewards Center
Turning referrals into a scalable Rewards Center
Referral had become an important acquisition channel, but the experience was still limited to a standalone referral flow and service credits. I led its evolution into a centralized Rewards Center designed to support a broader range of reward programs as the product expanded.
Referral had become an important acquisition channel, but the experience was still limited to a standalone referral flow and service credits. I led its evolution into a centralized Rewards Center designed to support a broader range of reward programs as the product expanded.
Post-launch performance across the referral funnel
(activation = completed onboarding; port-in = successful number transfer)
Foundation
Restructuring the experience for scale
Restructuring the experience for scale
Restructuring the experience for scale
The original experience was built around a single referral flow. I restructured the information architecture around a dedicated Rewards Center, separating earning from reward access and creating space for additional reward types beyond referrals.
The original experience was built around a single referral flow. I restructured the information architecture around a dedicated Rewards Center, separating earning from reward access and creating space for additional reward types beyond referrals.
Before & After
From a referral page to a Rewards Center
From a referral page to a Rewards Center
From a referral page to a Rewards Center
The standalone referral flow became part of a broader rewards experience, creating a foundation for users to earn, spend, and manage rewards over time.
The standalone referral flow became part of a broader rewards experience, creating a foundation for users to earn, spend, and manage rewards over time.
Before
Slide to view
After
Key Experiences
Designed around the reward lifecycle
Designed around the reward lifecycle
Designed around the reward lifecycle
Earning the first reward
A user enters the Rewards Center with no rewards yet. The experience guides them through understanding how to earn their first reward, sharing a referral, and tracking progress toward earning it.
Earning the first reward
A user enters the Rewards Center with no rewards yet. The experience guides them through understanding how to earn their first reward, sharing a referral, and tracking progress toward earning it.
Spending the first reward
Once a reward is earned, it becomes real value. I designed the virtual card experience to make the balance, card details, and spending rules easy to understand and access.
Spending the first reward
Once a reward is earned, it becomes real value. I designed the virtual card experience to make the balance, card details, and spending rules easy to understand and access.
Managing rewards over time
As users accumulate rewards, the experience scales from a single card to managing multiple cards, balances, states, and transaction history.
Managing rewards over time
As users accumulate rewards, the experience scales from a single card to managing multiple cards, balances, states, and transaction history.
Key takeaways
Key takeaways
Shaping clarity instead of waiting for it
Like many cross-functional projects, this initiative evolved over time, with shifting scope and open questions. Rather than waiting for every detail to be defined, I learned to move forward by researching comparable systems, gathering user insights, and testing possible directions. This helped me contribute proactively while staying aligned with stakeholder input. I realized that clarity is often shaped through action and collaboration, not just handed down at the start.
Like many cross-functional projects, this initiative evolved over time, with shifting scope and open questions. Rather than waiting for every detail to be defined, I learned to move forward by researching comparable systems, gathering user insights, and testing possible directions. This helped me contribute proactively while staying aligned with stakeholder input. I realized that clarity is often shaped through action and collaboration, not just handed down at the start.
Designing thoughtfully within constraints
Working with third-party and compliance requirements taught me that constraints are not always binary. Some requirements are fixed, while others allow room for interpretation when we align on shared goals. I learned to ask deeper questions about intent: understanding what was truly required versus how it was initially proposed. Through open discussion with Product and partners, we were able to meet compliance needs while refining the experience to reduce friction.
Working with third-party and compliance requirements taught me that constraints are not always binary. Some requirements are fixed, while others allow room for interpretation when we align on shared goals. I learned to ask deeper questions about intent: understanding what was truly required versus how it was initially proposed. Through open discussion with Product and partners, we were able to meet compliance needs while refining the experience to reduce friction.
